tsc16 - #sportjaar2016: how to own the sports conversation on - sanneke boesveldt - twitter
TRANSCRIPT
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SPORT 2.0
@SANNEKE HEAD OF MARKETING TWITTER BENELUX
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TWITTER 10 WHERE ARE WE NOW?
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320M LOGGED IN ACTIVE USERS
500M TWEETS/DAY
79% MOBILE USERS
SOURCE | Twitter Internal
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7M
LOGGED OUT USERS IN NL
XXM MAU
X2
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Discover the most relevant #Now content
LOGGED-OUT EXPERIENCE
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20% OF DUTCH INTERNET USERS ACCESS TWITTER
SOURCE | comScore, Q3 2015, Netherlands & Nielsen Twitter Consumer Deep Dive Survey, June 2015, Netherlands
52% OF THOSE USE TWITTER EVERY DAY
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+55% Y/Y INCREASE IN
AVERAGE VISIT DURATION
SOURCE | comScore, Q3 2015, Netherlands
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SOURCE | Nielsen Twitter Consumer Deep Dive Survey, June 2015, Netherlands
WHO ARE DUTCH TWITTER USERS?
16-24 25-34 35-44 45-54 55-64
16%
11%
25%
17%
30%55%45%
90%
Gender
Marital StatusAge
Annual Household Income
Children In The House
Take Part In Shopping Decisions
Single 33%
Married 34%
In a relationship 28%
Divorced/ widowed 5%
Top 25%
Mid 50%
Bottom 25% 12%
19%
15% 3+
2
1
None 55%
13%
20%
13%
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WHAT IS TWITTER? LIVE
PUBLIC CONVERSATIONAL
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IF SOMETHING HAPPENS IN THE WORLD, IT HAPPENS ON TWITTER…
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IF SOMETHING HAPPENS IN THE WORLD, IT HAPPENS ON TWITTER…
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TWITTER IS YOUR
CONNECTIONTO YOUR WORLD
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TWITTER CONNECTS
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RECORD TWEETS/MINUTE
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S P O R T X T W I T T E R
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SOURCE | ………….
No.1 platform for real time updates and breaking news?
+2.3x
+80%
+3x
+3x
SOURCE | Research Now, Feb 2016, Netherlands
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No.1 platform to connect with fans, experts, players and managers?
+10%
+50%
+50%
+75%
SOURCE | Research Now, Feb 2016, Netherlands
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66%OF MOBILE USERS TWEET
WHILE WATCHING TV
Source | TV x Twitter, Cheat Sheet, Compete, 2013
50%OF ALL TV RELATED TWEETS
ARE ABOUT SPORTING EVENTS
Source | Sports Fans Amplify Action Across Screens, Neilsen 2014
TV X TWITTER
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44% D U TC H T W I T T E R U S E R S FO L LOWS A FO OT B A L L-
R E L AT E D ACCO U N T O R A FO OT B A L L S P O N S O R
1.4M+ D U TC H T W I T T E R U S E R S W H O
A R E I N T E R E ST E D I N FO OT B A L L
FOOTBALL IS THE LARGEST
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#EURO2016 DRAW
386K+MENTIONS IN EUROPE OVER
THE WEEKEND OF THE DRAW (12TH - 13TH DEC, 15)
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110K T W E E TS A B O U T P SV W H O Q UA L I F I E S FO R T H E N E X T
R O U N D C L
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DIGITAL IMPRESSIONS MOVES TO TWITTER DURING LIVE SPORT EVENTS
BRAZIL, WORLD CUP 2014
decrease in traditionel digital ad impressions1
-37%increase in
active users2
+14%
+107%increase in
impressions2
1. World Cup Effect with Brazilian Impression Volume, Triggit, 2014 2. Twitter Internal, 2014, Active users and impressions measured during game time on 6/28/14
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NOT JUST FOOTBALL
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#TDF2015
4,5M+TWEETS IN EUROPE DURING
THE TOUR +20% Y/Y
5,3B+IMPRESSIONS IN EUROPE DURING
THE TOUR
197K+EXTRA FOLLOWERS @LETOUR
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IN JUST DAYS,THE WORLDS ATTENTION WILL TURN TO RIO
148
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FOR 17 DAYSOF MUST-SEE AND MUST-SHARE MOMENTS
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64%OF DUTCH USERS SAY THEY ARE ALREADY
EXCITED ABOUT #RIO2016
SOURCE | Research Now, Feb 2016, Netherlands
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68%AGREE THAT THE
OLYMPICS MAKES THEM FEEL PROUD TO BE FROM
THE NETHERLANDS
SOURCE | Research Now, Feb 2016, Netherlands
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SOURCE | Twitter Internal, 2012
CONVERSATIONS AROUND THE 2012 LONDON OLYMPICS
2012 LONDON OLYMPICS
0M
1M
2M
3M
TW
EE
TS
/ D
AY
JUL 23
AUG 16
JUL 31
AUG 8
JUL 27
AUG 4
AUG 12
OLYMPICS CLOSING CEREMONY
OLYMPICS OPENING CEREMONY
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H O W TO O W N T H E S P O R T S C O N V E R S AT I O N
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The “old” rules of marketing still apply…
Right audience
Right momentRight content
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SOCIAL IS ABOUT
Authentic Relevant
Timely
CO N N EC T I O N S
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BRILLIANT INHAKER
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#12EDIABLE
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BRILLIANT INHAKER
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SamsungMobileNL x #TDF15
Unique content
Targeted on right audience
Uitgelicht door SamsungMobileNL
WHITELISTING
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#TweetAndGoalPLAYING FOOTBALL ON TWITTER
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Promoted by HeinekenSoccer
TWITTER AMPLIFYPUBLISHED TO TWITTER IN
LESS THAN 5 MINS
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17,5
35
52,5
70
25/3/15 8/4/15 22/5/15 6/6/15 20/7/15 3/8/15 17/09/15 1/10/15 15/12/15 27/01/16
TIME WATCHED PER DAY (IN YEARS)
71 years
per day
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THE BUILD OP
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PERISCOPE BEFORE
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PERISCOPE STREAMS IN TIMELINE + GO PRO INTEGRATION
PERISCOPE DURING
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PERISCOPE AFTER
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A new way to see what the world thinks - and an easy way to make your voice heard
POLLS
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Z E T D E FA N C E N T R A A L
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FANTWEETS
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SURPRISE FANS
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TWITTER Q&A
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BP Q&A
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TWEET & WIN
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FLOCK TO UNLOCK
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FLOCK TO ILLUMINATE
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The subtle differences between the US and UK summed up in 6 seconds.
Robin Edds@robinedds
ONE MORE THING
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BASICS TO KNOWTwitter is magical, yes, but you should know these random things:
• Tweeting only reaches 5-15% of your followers
• 40% of people Tweet; 60% don’t
• Be engaging! Otherwise nothing happens…
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DO’S/DON’TSThings y’all should do & think y’all shouldn’t do
• Do: Always use an image/gif/video
• Do: Have a clear CTA
• Do: Jump on an existing hashtag
• Do: Short copy (if possible)
• Do: Think about search
• Don’t: Over #tag
• Don’t: Use a #tag that has nothing to do with you
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JUST BE A GOOD DATE
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OK DOEI